Just Merino specializes in fashion exclusively tailored from the highest quality New Zealand merino wool. The label and store are based in Potsdam, Germany. In the first phase, we worked with several different letter models that helped us discuss the semantic positioning of the brand, together with the client. The final lettering consists of a condensed Roman model with hairline strokes that end in high-contrast serifs. It clearly positions the brand in the field of mature, high-end fashion. In the last step, we completed the lettering with the stylized drawing of the head of a merino sheep. The pictorial sign was optimized for two application sizes.